Assignment Task
The Brief
You are looking forward to the next couple of months because you have an internship at Turkey Hill Dairy’s corporate headquarters near your home in Lancaster County Pennsylvania. If all goes well it could turn into a full- time position. You love Turkey Hill and grew up on their ice cream and iced tea. You are very excited as you drive up to their offices next to the farm you have seen on the logo since you were a kid. You are also excited because youheard they have free ice cream and iced tea in the kitchen for employees. Your internship is in their marketing department, but the consumer marketing manager has hired you specifically towork on the brand’s social media. She was impressed with the media plan you completed for a social media class in college. The receptionist that greets you first takes you through the employee kitchen and you grab a Green Tea Mango on your way to the marketing manager’s office. As you sit down she says she already has a big project for you. She tells you that the brand has been involved in socialmedia for years. They have had a blog since 2006 and joined Twitter in 2009. They are also on Facebook, Pinterest, Instagram, YouTube and Snapchat. They even have a Turkey Hill Nation app. As she says all this you start to wonderwhy they need you! They want to expand their social media presence to help increase sales and market share against competitors in the iced tea or ice cream categories. They are working on building Turkey Hill as a national brand, so increasing brand awareness is also key. She has some money set aside in their marketing budget for experimentation. Specifically, theywant to know if they should invest in BuzzFeed or podcasts? They want to know what is involved in each and whichyou feel will have a greater return on investment? Part of your internship is creating content on their existing social media accounts, but the marketing team has a meeting with the CEO in a couple weeks and you must have a proposalfor this project ready to go by then.
The Brand – Turkey Hill
Turkey Hill is the iced tea and ice cream brand with a unique name located in Lancaster County Pennsylvania. Thearea is known for its farming and Amish. Turkey Hill Dairy got its unusual name from the SusquehannockNative Americans who lived along the Susquehanna River near the hill where the dairy is located. The Susquehannocks named the ridge overlooking the river Turkey Hill because it was a good hunting ground for wild turkey. The website sums up the brand’s history and story well in their own words and personality: More than 85 years ago, in the southern end of Pennsylvania Dutch Country, Armor Frey started each day by watching the sunrise from the top of Turkey Hill. Then he’d toss a few bottles of milk into the back of his touring sedan and set off to sell them to his neighbors. It was the Great Depression, and every penny helped. Slowly, Armor’s route grew. Until one day his “extra milk” business became his only business. In 1947, Glenn, Emerson, and Charles Frey bought their father’ business. All the dairy’s customers still lived within a few miles. Milking the cows and running home delivery routes provided enough of a living for the young men to raise their families. Overthe years, the little dairy thrived on their hard work.
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